SciELO - Scientific Electronic Library Online

 
vol.6 issue1Consumer behavior analysis: the case of brand choice author indexsubject indexarticles search
Home Pagealphabetic serial listing  

Services on Demand

article

Indicators

Share


Revista Psicologia Organizações e Trabalho

On-line version ISSN 1984-6657

Abstract

ALLEN, Michael W. A dual-process model of the influence of human values on consumer choice. Rev. Psicol., Organ. Trab. [online]. 2006, vol.6, n.1, pp.15-49. ISSN 1984-6657.

A dual-process mode! for how consumer values influence product choice is proposed. Recent theoretical developments regarding what products mean to consumers, how they are judged, and what motives they satisfy suggest two processes. First, when consumers evaluate a product's utilitarian meaning, use a piecemeal judgment, and the product satisfies an instrumental motivation, the human values they endorse determine which tangible attributes are important; they compare the product's actual tangible attributes to their preferred tangible attributes, and choose the product that comes closest. ln contrast, when consumers evaluate a product's symbolic meaning, use an affective judgment, and the product satisfies an expressive motivation, their values may influence product choice directly. ln particular, individuaIs compare the cultural values symbolized by the product to the human values they endorse, choosing the product with the most congruency. Current and future directions of the dual-process mode! are discussed

Keywords : consumer choice; humans values; dual process model.

        · abstract in Portuguese     · text in English     · English ( pdf )

 

Creative Commons License All the contents of this journal, except where otherwise noted, is licensed under a Creative Commons Attribution License